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Nissan Announces Chase for the Heisman Campaign


October 2006
 Filed under: NISSAN Car News | NISSAN Headlines
NASHVILLE, TENN. (October 20, 2006) – Today, Nissan North America, Inc. (NNA) announced its marketing plans for title sponsorship of the most sought-after award in collegiate sports: The Heisman Trophy. Inspired by the fierce competition from the players and the fan’s passion for the game, the fully integrated marketing campaign showcases the durability and strength of the 2007 Nissan Titan while posing the all-important question, “Who Wants It?”
Nissan’s “Chase for the Heisman” campaign is a cross-platform marketing initiative designed to engage college football fans at every point of contact, while illustrating the toughness and versatility of the 2007 Nissan Titan. To accomplish this, Nissan developed a compelling story for TV about a crew of real-life characters and animals representing college mascots that block and tackle each other as they chase the Heisman Trophy on the long road to the December awards ceremony. To their dismay, the trophy is strapped into the Utili-track™ system in the Nissan Titan’s truck bed as it speeds away.

The story was then translated into multiple communications channels to deliver a 360-degree branded experience for consumers that include broadcast, print, online, events and wireless. The ultimate touch point for consumers includes not only the ability to vote for their favorite player at www.TheHeismanVote.com but one will have the privilege of attending the December awards ceremony in person.

“College football fans are knowledgeable, fiercely loyal and have a healthy respect for the integrity of the game,” said Jan Thompson, NNA vice president of marketing. “We knew our communication had to feel extremely authentic for it to make a necessary impact.”

The “Chase for the Heisman” campaign includes the following components:

· Two (2) national TV spots that debut during high profile games on October 21 and November 4 on ESPN and ABC, as well as custom pre- and in-game vignettes
· An exclusive print ad in ESPN the Magazine
· www.TheHeismanVote.com, where fans can cast their votes for the player they believe deserves the Heisman Trophy. Votes will be tallied at the end of the season and count as one vote towards the official Heisman tabulation. Soon, fans will also be able to follow the vote at www.NissanUSA.com and vote in Nissan dealerships throughout the country.
· Presence during the ESPN the Magazine “Gridiron Blowout Tour,” which visits a university each week during the season. The tour provides fans with the rare opportunity to have their photo taken with the Heisman Trophy and strike their best Heisman pose before it is delivered into the hands of the 2007 winner. These photos are then available for download online at www.TheHeismanVote.com.

· There are a number of ancillary events (parties, pep rallies, etc.) that take place during the weekend of these Gridiron Tour stops, and fans can receive wireless updates through ESPN. ESPN wireless will be sending out voting alerts and “Gridiron Blowout Tour” promos sponsored by Nissan during these local stops.
· One lucky fan will win a trip for two to the actual Heisman Presentation Ceremony taking place in New York in December and have the opportunity to have his or her picture taken with the Heisman Trophy and the 2006 winner. The Heisman Trophy Presentation Presented by Nissan is scheduled to be aired December 9 at 8:00 p.m. on ESPN

Creative is handled by Nissan’s agency, TBWA/Chiat/Day and Tequila, based in Playa del Rey, California while media and interactive components are handled by OMD.

About Nissan North America

In North America, Nissan’s operations include automotive styling, engineering, consumer and corporate financing, sales and marketing, distribution and manufacturing. More information on Nissan in North America and the complete line of Nissan and Infiniti vehicles can be found online at www.nissannews.com .

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Source: Nissan

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